'Just Do It' Is Easier Said Than Done in Nike's Fun New Ad Campaign

"Just Do It" has always been an entreaty to face up to daunting athletic challenges and break through with sheer force of will. But in Nike's new ads, athletes seem fairly undaunted from the start—and intentionally make their workouts more grueling, and "Just Do It" that much harder to accomplish. Four new spots for the Australian market from Wieden + Kennedy in Portland, Ore., feature athletes going to ridiculous lengths to banish the easy way out. Their antics include handcuffing themselves to faster runners, triggering alarms in public places, even destroying (or threatening to destroy) their own personal property—all but compelling themselves to "Just Do It," whether they really want to or not. See the spots here: [kickout id="1"] [kickout id="2"] [kickout id="3"] [kickout id="4"] There are a couple of celebs in the ads: Australian rugby league player James Tedesco and Australian distance runner Gen Lacaze. And while the scenarios are outlandish, and not very relatable, the humor is wry enough to work. And the larger message of setting ever more difficult goals for oneself comes through crystal clear. The campaign includes a big outdoor and digital campaign, including the Glebe Sydney silos and the MCG in Melbourne. That work takes the interesting approach of looking vandalized, with messages of caution and surrender getting scrawled out with a marker, and "Just Do It" hastily added instead. CREDITS Client: Nike Agency: Wieden + Kennedy, Portland, Ore. Global Creative Directors: Alberto Ponte, Ryan O'Rourke, Dan Viens Copywriter: Alex Romans Art Director: Sara Phillips Agency Executive Producer: Matt Hunnicutt Senior Agency Producer: Erin Goodsell, Shelley Eisner Agency Production Assistant: Digital Producer: Amy Berriochoa Art Production Assistant: Shani Storey Creative Manager: Simone Takasaki Studio Designer: David Chathas, Miyu Shirotsuka Studio Retouching: Frazer Goodby, Amy Cocoran, Lilly Archer Production Designers: Rob Mufmord, Bianca Hansrote Print Producer: Denise Hangii Motion: Alex Bernard, Dennis Samatulski, Jaime Flores Strategic Planning: Irina Tone, Paula Bloodworth Media/Comms Planning: Lisa Johnson, Ryan Craven Account Team: Chris Willingham, Luiza Prata Carvalho, Patrick Gulliford Business Affairs: Amber Lavender Broadcast Traffic: Andrea Sierra, Tim Bell Production Company: US/MJZ, AUS/Walkabout Films Director: Steve Ayson Executive Producer: Emma Wilcockson Lizzy Nash Bidding Producer: Amy Keamon - MJZ Line Producer: Jude Lengel – Walkabout Films Director of Photography: Germain McMicking Production Designer: Jeremy Fuller Editorial Company: Exile Editor: Grant Surmi Assistant Editor: Dusten Zimmerman Post Producer: Brittany Carson Executive Post Producer: CL Weaver VFX Company: The Mill Lead Artist: Tim Davies/Andy Dill VFX Producer: Erin Hicke VFX Executive Producer: Enca Kaul Color Company: The Mill Colorist: Adam Scott Color Producer: Diane Valera Licensed Music Artist: Track Name: Cliff spot. Music on the radio Ural Thomas & The Pain - Pain (Is The Name Of Your Game) = 3 seconds Courtney Barnett - How To Boil An Egg = 3 seconds Sound Design Company: Lime Sound Designer: Rohan Young Producer: Susie Boyajan Music/Sound/Mix Company: Lime Studios Audio Mixer: Rohan Young Audio Assistant: Ben Tomastik Executive Producer: Susie Boyajan

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'Just Do It' Is Easier Said Than Done in Nike's Fun New Ad Campaign

Athletes set absurd obstacles for themselves in latest from W+K

Tim Nudd

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Tim Nudd